Intro to Email Marketing Mike Madden Sr. Demand Generation Program Manager Marketo
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Intro to Email MarketingMike MaddenSr. Demand Generation Program ManagerMarketo
• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions
after the webinar.• Posting to social? Use our hashtag - #mktgnation• There is a brief survey after the webinar
Housekeeping
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Agenda• Anatomy of an email• Campaign metrics definitions• Email marketing vocabulary• How to write a subject line• 3 email mistakes to avoid
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1 EMAIL ANATOMY
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Email AnatomyFrom Name – Who sent this email? Should I open it?
From Address – Does this seem like a reputable sender?
Reply-to – Can this email address receive responses?
Subject Line – Why should I open this email/read this email?
Pre-header – First text from the email, which compliments your subject line.
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Imagery/Headline
Copy CTA
Social Buttons
Unsubscribe Link
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2 CAMPAIGN METRICS & VOCABULARY
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Let’s Send an Email…
Send
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Campaign MetricsSent Delivered Deliverability Rate Hard Bounced Soft Bounced Opened Open Rate Clicks CTR CTO Unsubscribed Unsub. %
Email 1 2,402 2,389 99.5% 5 8 660 28.3% 88 3.8% 13.3% 4 0.002%
• Sent = total emails sent
• Delivered = total emails delivered
• Deliverability Rate = delivered emails/ sent emails
• Hard bounce = an email that doesn’t reach the recipient due to a permanent error
• Soft bounce = an email that doesn’t reach the recipient due to a temporary error
• Opened = raw opens
• Open Rate = raw opens/delivered emails
• Clicks = raw clicks
• CTR = raw clicks/delivered emails
• CTO = raw clicks/raw opens
• Unsubscribed = raw unsubscribes
• Unsubscribe Rate = raw unsubscribes/delivered emails
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Other Vocabulary
Blacklist – a set of IP addresses that are suspected of being spammers.
Spam – Unsolicited email or any email that is unwanted
Spam trap – an email address that is old, inactive or unused intentionally set up to catch spammers.
Spam complaint – when a recipient marks your email as spam
Whitelist – a list of approved IP addresses and senders
Opt-In – a recipient has given you consent to send them marketing emails
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3 HOW TO WRITE A SUBJECT LINE
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Front-Load the Important Words
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Get Personal
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Rhymes, Alliteration, and Puns
• “Social Music Marketing: Bands, Brands and Fans”
• “An Unusual Arsenal: Tech Tools to Topple a Tyrant”
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A Few Other Things to Keep in Mind…• Character limits (stay between 35-55 characters)• Avoid spam words/ALL CAPS• Test, test, test• Use numbers and lists
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4 COMMON PITFALLS
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3 Common Pitfalls of Email Marketing
• Unclear subject lines• Poor list hygiene• Testing too many variables at once
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Additional Resources• Marketo Blog
• 3 Big Email Marketing Mistakes That Are Hurting Your Campaigns• You’ve Got Mail: 5 Things Your Subject Lines Are Missing
• On-Demand Webinars• 8 Biggest Mistakes Email Marketers Make and How to Avoid Them• 7 Plays to Make Your Email Deliverability Unstoppable
You’ll get these in a follow up email after the webinar concludes!
Thank You!
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